Augmented reality is impacting social media big time. The biggest and most popular social networks in the world today are embracing it. Facebook, Instagram, and Snapchat are releasing app updates featuring their AR experiments. Now, we are taking lots of selfies with AR filters, some of us are playing AR games, while others are amusing themselves with their 3D avatars.
The widespread adoption of AR technology in social media is creating another target market online. Brands and marketers are now looking for ways to utilise the technology to advertise their products and services and to interact with their consumers.
Their biggest question is how can brands leverage using AR on social media?
Option 1: Ride with the giants
Businesses and marketers like fast and convenient processes. Since the social networks already have AR features, why not use them?
Let’s focus on Snapchat for a second. The app has customizable AR community filters and lenses which you can use to make your product photos more attractive to your fans.
Snapchat also launched Shoppable AR where you can promote your products and services using their filters. Look at how the Color Crave filter changed the consumers’ hair colour. Generally, the Shoppable AR feature lets the users try a certain brands’ product using a lens. More than that, there’s a CTA button which directs the consumer to the retailer’s landing page where they can buy the product, sign-up, or install an app.
Instagram also offers similar AR applications. The app allows third-parties to create custom filters. It is a popular way to promote celebrities, artists, movies, concerts, events, social movements, and more..
Finally, there’s Facebook AR Studio, a very powerful tool your developers and artists can use to power your FB ads.
Incorporating AR into social media advertisements and posts is easier thanks to the tech giants who embraced it and made their platforms AR-ready.
Option 2: Share your own interactive AR experiences
Another way is to share your own AR experience with your fans. Use the platform to explain important messages to your potential customers.
For example, a restaurant or food business can use AR technology to show what a certain meal looks like, helping customers order.
Companies can use it to share their AR Videos, which further engage, inform, and educate their audience.
In general, AR content shared on social media boosts your brand awareness. AR is a new technology that the world feels excited about. People find the technology fascinating. It’s highly shareable. It attracts early adopters. It is a digital version of word-of-mouth marketing that’s on steroids.
AR causes impulse buying
Imagine yourself examining an AR Facebook advertisement which sells sunglasses for 70% off. You clicked it, you tried the eyewear on using your camera and screen, and you liked it. Then, you see that the promo ends in a few hours and there are a few stocks left!
It’s hard not to buy the sunglasses now, right?
This is what we call impulse buying. Online shopping is a tedious process inside our brains. The AR application gave you all the information you need about the product. It answered all the important questions like “would it suit me” etc. Then, marketing strategies made you feel that you need to purchase now. So, you, the impulse buyer, added the item to the cart and purchased it.
Now, what happened after a hundred or a thousand other people felt the need to buy that eyewear?
The seller increased their sales in a short period of time.
AR triggers the impulse buyer in us because it blurs the line between an imagined world and the reality. We don’t need to visualise the product in our minds. AR helps you see the real deal with your own eyes.
Don’t be the last to embrace AR tech
Augmented reality is heavily linked to social media. It’s easier to embrace and adapt the technology because social media networks made it available for you and for the 37% of the world’s population (and counting). So, use it to leverage your business now. Don’t be the last to embrace AR technology. You might miss out on the fun.